Group-07 Ankita Asha Kandra Nidhi Poonam

The global market for apparel, accessories and luxury goods was estimated

to be worth US$1217 billion in 2006 expected to grow to approximately US$1800 billion by 2011.

In European Union, 1.14 million people were employed in apparel manufacture in 2004 In 2007 One-third of all imported clothing bought in the EU was manufactured in China

 In

2008 The UK fashion industry was estimated to be worth approximately 22 billion in retail sales value
2006 around 83,000 people were employed in Apparel manufacturing industry

In

Statistics reveal that fashion is a large global business sector going through a period of great change.

Related fashion services

Advice on garment co-ordination Cosmetic surgery Tattoos Image consultancy Hairdressing Hair transplants Sun tanning Garment cleaning services Clothing alterations/repairs

Usage situations Clothing

Underwear Formal Bespoke Natural Outerwear Informal Ready made Men-made

Work/school Leisure Domestic

Related fashion products

Shoes Hats Hosiery Jewellery Belts Bags Scarves Cosmetics Fragrances Cleaning products Haberdashery Wigs
Fig.1.1 Fashion products and services

Fashion is about creating

The term fashion means to construct, mould or make Fashion involves a strong creative and design component Design skill is essential and can be seen in all products

Fashion and marketing

The creative design personnel provide part of the mechanism by which the industry responds to the need for change. The ability to identify products that the customer needs and will buy is also essential to the industry Knowledge and the skills needed to ensure that the creative component is used to best advantage

Marketing is a business philosophy or way of thinking about the firm from the perspective of the customer or the potential customer. Fashion firm depend upon customers making repeat Purchases The key to loyalty is the satisfaction of customers needs Marketing is a management process concerned with anticipating, identifying and satisfying customer needs in order to meet the long term goals of the organization.

Fashion marketing is the application of a range of techniques and a business philosophy that centres upon the customer and potential customer of clothing and related products and services in order to meet the longterm goals of the organization The very nature of fashion, where change is intrinsic, gives different emphasis to marketing activities. Furthermore, the role of design in both leading and reflecting consumer demand results in a variety of approaches to fashion marketing

Concern for fashion design

High

Design centred

Fashion Marketing concept

Failure Low

Marketing centred

Low Concern for customers and profit

High

Fashion marketing research

Fashion product management Fashion promotion Fashion distribution Fashion product positioning and pricing

can be classified into two types

the micro-issues
concern particular products and services where consumers may feel that they have not been fairly treated or that they have been misled.

Micro-issues

the macro-issues Macro-issues are broader and emerge not from the conscious conspiracy of individuals or groups of individuals but as unintended or unanticipated consequences of certain activities

Marketing environment

Marketing research

Customers

Design research

Price Products and services Place Promotion Marketing mix

Fashion marketing organization